VisitEngland’s new £5m campaign in partnership with commercial operators and fellow tourist boards is designed to shore up the domestic market during Olympic year.
The campaign aims to inspire UK residents to take a holiday at home during a year when England is hosting both the London Olympics and the Queen’s Diamond Jubilee to help mitigate “against a potential Olympic sag”.
In recognition of the importance of 2012, commercial partners are offering a 20.12% discount on accommodation, dining, attractions, transport and more and include leisure group Merlin Entertainment, Travelodge, Bourne Leisure and Hoseasons Group.
The campaign, which breaks today (7 March), is supported by the tourist boards for Scotland, Wales and Northern Ireland and features stars such as Stephen Fry, Rupert Grint and Julie Walters at various locations
For instance, it depicts Walters at Tate Liverpool, Grint on an Anglesey beach and Michelle Dockery on Giant’s Causeway.
It will be accompanied by a series of 10 second destinations adverts showcasing destinations such as Blackpool, Skegness, Yorkshire and Liverpool.
VisitEngland chief executive James Berresford says: “This is the largest domestic tourism campaign ever undertaken and aims to inspire UK residents to take advantage of the fantastic events taking place in the country this year.”
Original article found here: MarketingWeek | March 7, 2012